Virat Kohli
it doesn’t pay. Today’s cricketers – a majority of whom
came from Tier 2 cities & underprivileged families – have
to fight everyday with nothing but performance & results to
fall back on. Virat Kohli symbolises the hot, no-nonsense,
driven & possessed sportsman who will pull out the stops
to win … and if someone acts unfair, funny or superior he
asked for it! Isn’t there something solidly seductive about a
young, mischievous & masti-achiever, who is funky, cool,
fashion-friendly & adventurous, publicly romances a popular
Bollywood heroine, articulate and yet fully focused on his
agenda of giving it hundred & fifty percent while motivating
his team to follow, they counter.
Brand specialist, Ad Gurus and passionate followers
of Virat Kohli are not surprised. Veteran Communication
icon Alyque Padamsee believes that “young Virat brilliantly
joins the dots of the object of desire quotient. He excites –
through off & on the field activities – and therefore attracts
both curiosity & attention; offers both surprise and delight
to the unguarded. Which Brand Manager can resist this
lip-smacking invitation?!” Brand Endorsement companies
believe that age is on his side making him perfect for
youth-specific brands. So age, youth and attitude are the
main USPs dazzling his star-glow. Others point to his
mischievousness, dramatic displays of on-off field passion
– a la Ganguli – cool dude image, spicy, headline-grabbing
romance with Bollywood star Anushka Sharma, bold, brash,
defiant, don’t-give-a-crap-for-phirang dadagiri nonsense,
So age, youth and attitude are
the main USPs dazzling his
star glow. Others point to his
mischievousness
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